Tag Archives: list expert

The world of mailing lists can be a complicated one, especially as a first-time list buyer, and it can be difficult to know which kind of list is right for your business. In an effort to demystify the process, let’s break down a couple of data buzzwords you’ll often hear: response lists and compiled lists. Understanding these types of data and their uses could be your first step towards marketing success.

First off, what is the difference between response lists and compiled lists? Compiled data is general information that is gathered from sources such as the yellow pages, directories, and other public domains. Compiled data usually offers basic demographic selects, such as gender, age, geography, etc… Response lists, on the other hand, consist of individuals who have taken some specific action to show interest in a product or service. These lists are usually based on previous buying history, subscriptions to newsletters or organizations, surveys and sweepstakes, trade show attendance, and the like. Basically, response lists allow you to reach individuals who are already in the market for what you offer.

After you’ve done the research and you’ve selected your list provider, now it’s time to place your marketing list order. Consulting your list expert will help you along the way, but the following five tips will help you succeed with your next list purchase:

1. Have a marketing goal
2. Know your customer
3. Know how best to reach your customers
4. Have a clear and concise message or offer
5. Set realistic expectations for your ROI

Without a marketing goal, how do you know if you’ve succeeded? A clearly defined goal is a necessary first step in your marketing campaign. It’s also imperative to know what type of prospects suits your product or service. Targeting the wrong audience is one of the most frequent mistakes marketers make.

Knowing your customer means knowing how to reach them. Would a postal campaign, telemarketing campaign, email broadcast or text message broadcast be the most efficient way to reach your target audience? Think of your market’s age and habits – if you’re targeting consumers under the age of 25, text broadcasts might be a good option, whereas if you’re targeting over the age of 65, a traditional mailing campaign or a telemarketing campaign might be more effective.

Make sure your mail piece clearly displays your offer or message. You only have a few seconds to grasp your audience’s attention and if they can’t find what you’re selling immediately, in the trash your mail piece goes! Finally, expectation setting is very important. Ask your list expert what response rates they typically see on the file you are using and then calculate your minimum CPA (Cost Per Acquisition) based on this historical evidence. It will be clear if it makes sense to move forward with the campaign or if you need to reevaluate your approach.